According to the latest figures reported by the analytics firm Counterpoint Research, in the third quarter of 2026, 20% fewer smartphones than in the same period last year were distributed, the lowest result since 2012 for the period from July to September.
Apple trails market leader Samsung
In parallel, with a 22% market share, Apple surpassed 20% for the third quarter for the first time, despite a decline in its distribution like the other manufacturers. The company with the apple thus trails Samsung (23% market share for the Korean company), and its new distribution strategy is not unrelated to the drop in its volume.
The absence of the iPhone 18 weighs in the balance
Indeed, alongside the iPhone 18 Pro and 18 Pro Max, there was no usual iPhone 18, which will not arrive until next spring. However, Apple is getting by thanks to still-strong demand for the iPhone 17, as well as strong sales in China and India. Price increases and premium models favoredAs has been the case for some time, the shortage of memory chips is the cause of this decline, with smartphones being more expensive to produce, and therefore inevitably more expensive for consumers. Prices have risen by an average of 20% this year, even though demand remains strong for premium models, to the detriment of cheaper devices.
